Background : Samkaup is a leading Icelandic retailer operating twenty-one Netto grocery stores across the country. With an ongoing upgrade of its ERP and POS systems, Samkaup sought to modernize its gift card program, shifting from a purely physical, legacy approach to a more integrated, digitally-enabled experience. The collaboration with Passcreator and the Retail Suite enabled Samkaup to streamline online gift card sales, migrate data from an older gift card database, and introduce promotional gift cards that do not expire, all while preserving a consistent customer experience across stores and channels.

Challenge : Samkaup faced several headwinds as it prepared for a technology refresh. The company needed to increase electronic gift card sales without cannibalizing existing physical gift card revenue. At the same time, an ERP and POS upgrade required moving the old gift card database to a new, scalable solution. The goals included a seamless transition with minimal disruption to customers, a robust administration portal for gift card management, and a mechanism to improve ongoing customer engagement through targeted communications.

Solution : By adopting Passcreator Retail Suite, Samkaup significantly enhanced its online gift card sales flow and established a modern data and communications backbone. A key strategic move was the introduction of gift cards with no expiration, supported by a flexible, future-ready platform. The Retail Suite provided an integrated ecosystem for gift card issuance, tracking, and communications, enabling Samkaup to centralize gift card management and deliver a better omnichannel experience.

Implementation : Samkaup completed the migration from legacy plastic cards tied to an old POS solution to the new system through Passcreator’s administrative portal. This portal empowered Samkaup to efficiently track gift card usage, manage balances, and maintain proactive customer communications as part of a streamlined, end-to-end process. The implementation connected gift card issuance to the updated ERP/POS environment, ensuring real-time data synchronization and accurate redemption tracking. The new program also supported promotional campaigns around non-expiring gift cards, driving adoption and long-term value for customers.

Outcome : The partnership with Passcreator delivered deeper insights into Samkaup’s customer base, enabling more precise and timely engagement. Samkaup can now send targeted push notifications with essential gift card information and promotions. A notable outcome is that customers receiving gift cards entering Netto locations receive friendly reminders about using their cards at nearby stores, supporting increased foot traffic and gift card utilization. Overall, the initiative boosted sales, improved customer engagement, and elevated satisfaction by offering a more convenient, modern gift card experience.